For international retailing the aim was to find a brand and globalise it into a brand new country. This project relied heavily on research, global and cultural awareness, justification and strategic planning.
I took the brand Boux Avenue and globalised it into the Norwegian market. From my research it was clear Boux Avenue is increasing in success and there was a significant gap in the Norwegian Market for a mass market, quality service lingerie shop. |
After analysing all the potential methods to internationalise the brand the chosen globalising method was to franchise the brand for easy entry into the new market place. |
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